Caterpillar vs Planet Labs: Tone of Voice Compared

A side-by-side comparison of how Caterpillar and Planet Labs communicate — tone words, language style, sentence structure, and taglines.

In short

Caterpillar and Planet Labs both compete in Aerospace, but they don't sound alike. Caterpillar sounds gritty, empowering, writing in commanding language, while Planet Labs sounds innovative, sustainable, data-driven, writing in mission-driven language. They share no tone words at all. Caterpillar's tagline, "Let's Do the Work", captures its voice; Planet Labs answers with "See change. Drive change.".

Voice comparison

DimensionCaterpillarPlanet Labs
Tone wordsGritty, EmpoweringInnovative, Sustainable, Data-Driven
Language styleCommandingMission-Driven
Sentence typeCommandCommand
TensePresentCommand
ExpressionStraightforwardImaginative
Tagline"Let's Do the Work""See change. Drive change."

What Caterpillar and Planet Labs share

Caterpillar and Planet Labs share no tone words. Both compete in the Aerospace sector.

Where they differ

Caterpillar leans gritty, empowering. Planet Labs leans innovative, sustainable, data-driven.

Positioning & strategy

DimensionCaterpillarPlanet Labs
Brand messageEmpower work that shapes the worldImaging the entire Earth every day to democratize access to planetary data
MissionHelp customers build a better, more sustainable worldTo use space to help life on Earth
Core conceptGet It DoneDaily Earth Imaging
Core tensionIdle vs. ActionData vs. Privacy

Frequently Asked Questions

How is Caterpillar's tone of voice different from Planet Labs's?

Caterpillar uses a gritty, empowering tone with commanding language, while Planet Labs uses an innovative, sustainable, data-driven tone with mission-driven language. They share no tone words.

What is Caterpillar's tagline and what is Planet Labs's tagline?

Caterpillar's tagline is "Let's Do the Work". Planet Labs's tagline is "See change. Drive change.".

Do Caterpillar and Planet Labs target the same market?

Yes — both Caterpillar and Planet Labs compete in the Aerospace sector, though Caterpillar focuses on industrial / machinery and Planet Labs on earth observation.

Is Caterpillar or Planet Labs more figurative in its messaging?

Caterpillar's messaging is straightforward, while Planet Labs's is imaginative.

Browse 3,202 brands by sector

  • Technology brand voices
  • Food & Beverage brand voices
  • Consumer Goods brand voices
  • Finance brand voices
  • Sports & Fitness brand voices
  • Fashion brand voices
  • Travel & Hospitality brand voices
  • Healthcare brand voices
  • Investment brand voices
  • Automotive brand voices
  • Industrial brand voices
  • Services brand voices
  • Entertainment brand voices
  • Retail brand voices
  • Cryptocurrency brand voices
  • Beauty brand voices
  • Luxury brand voices
  • Energy brand voices
  • Media brand voices
  • Gaming brand voices
  • E-commerce brand voices
  • Insurance brand voices
  • Education brand voices
  • Home & Garden brand voices
  • Real Estate brand voices
  • Aerospace brand voices
  • Design brand voices
  • Telecom brand voices
  • Home
  • Compare brands
  • Top lists
  • Taglines
  • Glossary
  • About